Tough Call

So when do we decide at what point someone can't endorse a product because of their actions? Everyone does "bad" things, but isn't there a point in which we have to realize we are acting silly? I'm not trying to justify Phelps smoking pot in anyway and think he made a very poor decision by "getting caught," but aren't there millions of people out there who do a lot worse stuff? And don't hand fulls of celebrities that we allow to act on shows we love and sing to sold out concerts partake in much worse activities? Where do we draw the line?